Monday, February 19, 2007

Interpublic's Prediction: Five Big Trends

The Interpublic group of agencies this morning announced they believe the five biggest trends of 2007 will be, on a broad scale, and digital media stands at the center of these predictions.

The five are:

  1. Physical and digital worlds collide
  2. Consumers build digital homes
  3. Social software drives communications
  4. Marketers embrace digital nets
  5. Next-generation content makes it big.
If you have 20 minutes to kill, the video, entitled POV: Emerging Media Predictions for 2007" and delivered by Greg Johnson, Executive Director of Interpublic's Emerging Media Lab, can be seen here. Unfortunately there's no written transcript available just yet.

To me, the most interesting prediction is #2. I have begun to wonder whether the digital home will be the centerpiece of what becomes Web 3.0. Web 1.0 consisted of web content pushed by publishers to consumers, much as old media had been. Web 2.0 is the social and community-based interactive web. I think that Web 3.0 might be life-management web, in which you can use the Internet to communicate with your house, your car, your electronics, etc., to manage tasks related to these items. I also think it will be used to greater effect to manage your general scheduling, both day-to-day (appointments and tasks) and throughout your life (doctor appointments, oil changes, etc.), to a degree that is being underutilized today.

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